Post-click marketing

Post-click marketing is a term that refers to Internet marketing initiatives directed at respondents who have just clicked on a search engine link, paid keyword, banner ad, or a "call-to-action" link in an email. These initiatives include landing pages, microsites, and conversion paths.

The focus of post-click marketing is usually on increasing the conversion rate of respondents (where a "conversion" may mean subscribing, becoming a qualified lead, or making a purchase). In contrast, pre-click marketing is primarily focused on increasing the total number of respondents to a particular ad or email marketing campaign.

In the December 2006 issue of Advertising Age magazine, Abbey Klaassen called post-click marketing "...how to finish a web sale."

References

• Quick Starter Guide to Post-Click Marketing - White Paper